Amazon Teases A Mystery Private Brand Event

Amazon event

Online retailer Amazon posted a video to YouTube on Wednesday teasing an upcoming Private Brand product launch event for what is rumored to be a 3D smartphone.

The video is minimal at best but still features enough clues to keep the aspiring Sherlock guessing. Including user reactions like, “Whoa”. “I’ve never seen anything like this.” or “it’s very real life and incomparable to anything I have seen.”

The video was accompanied by a website on which anyone with an account can register to attend the June 18 event. The invite request page features a picture of what looks like an Amazon Private Brand phone with a black body. It remains to be seen whether the launch will extend the wildly popular Kindle or Fire brands or introduce a new name to Amazon’s portfolio of Private Brands. Wither way Amazon continues to raise te bar for the development and promotion of retailer owned brands.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.